Customer Code: Creating a Company Customers Love

Customers are a bigger influence on your growth than marketing or sales alone could ever be. But too often, companies ignore or even mistreat their customers — trading their loyalty for short-term gains.

We wanted to know what customers in the modern world really want and expect from companies. What makes for a delightful customer experience? We asked thousands of them and compiled their responses into a new north star for our company. We call it: Customer Code.

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22.
Businesses report that
WORD-OF-MOUTH
is their single biggest source of referrals.

23.
of buyers would spend
more because of excellent
customer service.90%

24.
So we decided to take a hard look
at ourselves, we asked some
tough questions, and we talked to
the people who matter most…

25.
So we decided to take a hard look
at ourselves, we asked some
tough questions, and we talked to
the people who matter most —
CUSTOMERS.

26.
We talked with thousands of them.
And we captured what we learned.

27.
In a document we call…
The Customer Code.
We’re known for our
creative naming.

28.
The Customer Code
EARN MY
ATTENTION,
DON’T STEAL IT.
TREAT ME LIKE A
PERSON, NOT A
PERSONA.
SOLVE FOR MY
SUCCESS, NOT
YOUR SYSTEMS.
USE MY DATA,
BUT DON'T
ABUSE IT.
ASK FOR
FEEDBACK,
AND ACT ON IT,
OWN YOUR
SCREW-UPS.
I DON'T MIND PAYING,
BUT I DO MIND
BEING PLAYED.
DON’T BLOCK
THE EXIT.
HELP ME HELP
YOU, BY HELPING
MYSELF.
#1 #2 #3
#4 #5 #6
#7 #8 #9
DO THE RIGHT THING, EVEN WHEN IT’S HARD.#10

82.
When we asked buyers if
confusing pricing would
keep them from making a
purchase, 69% said yes.
No
31%
Yes
69%
The people who answered "No" must
really enjoy hide-and-seek ¯_(ツ)_/¯
HubSpot Research